Brand tip: What do people say about you?

Your brand is what people say about you when you leave the room.

It's the impression you leave behind - good or bad. It's a collection of views, attitudes and opinions about your product, your staff, your premises and your marketing material. Everyone of these things leaves an impression - is it always the one you wanted to leave?

Take time to learn what people are saying, and if you've left the wrong impression, change it.

Cowboy Day!

We called this blog Work and Play for a reason - but their hasn't been much 'play' lately, so here's something to put that straight! Here's William dressed for Cowboy Day at his childminders. Yeehar!

Brand tip: It's not your logo

Your brand is not your logo. Your brand is a combination of elements that communicate the personality of your business to your audience. A good way to simplify the concept is to divide a business into four areas: Product or service; Communications; People; Working environment. Each of these areas (and everything they contain) is your brand. What do each of these things say about you?

Your logo is part if your Visual Identity (which comes under the Communication heading in the list above). It's very visible, and very important, but it's just one piece of the brand jigsaw.

If you'd like to see some examples of logos that we have designed as part of brand development projects, visit www.alderandalder.co.uk and click on Design, then Identity.

Packing a punch!

We're always talking to our clients about the value of branding and what good design can do to benefit their turnover. But it's not always easy to quantify. So when you speak to a client who is reaping the benefit of the work you've done for them it is REALLY satisfying!



I had a great conversation with Rona at Higher Fingle Farm on Friday. They are an award-winning organic farm in Devon and we worked with them last year to create a brand for their business, to support the launch of their duck eggs. (You can read more about the project here).

The eggs went into the shops in March, including Waitrose stores at Okehampton, Saltash, Torquay, Holsworthy and Sidmouth. Sales have gone well - and they're comfortably hitting their weekly targets. At Darts Farm Shop in Topsham they sold out on the first day and they're consistently outselling the competition ever since. When Rona asked Darts Farm what they thought the reason for this was they replied 'It's the packaging'.

The value of good packaging is reinforced by this quote from the Innocent book: Our story and some of the things we've learned. 'The second most important thing to get right after the actual product is the way it is packaged.'

Brand tip: Brand v Marketing

Your brand is not your marketing. Your brand is the message. Marketing is the delivery of that message.

Your brand is the personality of your business - the thing that makes you different from your competitors. So it's the source of every message that you send out as a business - whether it's intentional or not. Here's a discussion on the subject on The Marketing Donut website.

If you'd like to learn more about your brand you might be interested in the free seminar we hosting. If you'd like to have a chat about your brand or your marketing call Jonathan on 01392 248107 or email jonathan@alderandalder.co.uk

Science fact, not science fiction

Despite the gloomy news about the state of the environment and the impact this will have on us everyone seems to remain incredibly upbeat and positive. This recent report from the Met Office paints a fairly bleak picture for the UK. But no matter what the science seems to be suggesting, people appear to be pretty confident that there's no need to worry. And I think I know why. It's Hollywood. The silver screen has lulled us into a false sense of security.

We've all seen the earth threatened with catastrophe; whether it's aliens in Independence Day or War of the Worlds, or a natural disaster in Deep Impact and The Day After Tomorrow. We've seen the danger, and we know how it ends. Yes... it's touch-and-go for a while... it looks very bleak... some of the supporting cast die and a few landmarks get flattened. But ultimately it's alright. Someone saves the day. And that's what will happen with Climate Change, isn't it?

I think people are confusing science fact with science fiction. They think that someone, somewhere is beavering away on a solution that will be wheeled out at the eleventh hour. It would be nice to think so - it's certainly easier to come to terms with than the alternative; the need to give up the comforts that we all take for granted and the realisation that it's already too late to avoid the first effects of Climate Change.

So why don't we do anything? I think it's because you can't see Climate Change - not really. If it crashed into the Statue of Liberty or fired lasers at Big Ben all hell would break loose and we'd take notice. But it doesn't, so we carry on as normal, assuming someone somewhere will find the answer. And it's not just 'us' - the public - governments seem oblivious too: take a look at this.

Now, I'm no expert. But there are lots of them out there, and they've got lots of answers. There are lots of things that can be done. What we need now is the collective will power - on a global scale - to make those changes. Because if we're not careful we might find ourselves in a situation that Hollywood can't get us out of.

Brand tip: It's an investment

Your brand is an investment in your business, not a cost to your business. So you should expect to get a return on that investment - do you? You should have a clear expectation of what you want your brand to deliver for your business. It might be raising your profile, so that you attract more clients. It might be helping you to stand out from your competitors, so you can increase your market share. Whatever it is, you should measure it, because if you don't measure it, you can't manage it.

A lot of businesses look at their brand as cost to the business, so they look for the cheapest option. Saving money can look like a good decision in the short-term, but brand is about building long-term benefit. That's why a business should look at it as an investment. When you invest in something you look at what option is going to bring you the best return.

I found an interesting article on Twitter, discussing the dangers of short-term thinking, tweeted by @paulahillier. Take a look.

If you want to see some examples of businesses that have invested in their brand, visit www.alderandalder.co.uk